Pub Date : 2019-12-31DOI: 10.12795/IROCAMM.2019.V02.I02.02
M. Pulido, José Roberto Vázquez González
Festivals not only fulfill their traditional role as an institution that allows to present, spread or preserve the culture of a society, but also stand out for their ability to generate wealth in the cities where they are celebrated, for their contribution to the diversification of the tourism product or the improvement of the image of the place (Devesa, Báez, Figueroa and Herrero, 2012). Specifically, film festivals have a much greater importance playing a fundamental, but not recognized, role for the development of the industry and the history of cinema (Vallejo, 2014, p.14). Under this perspective, the main objective of this work is to observe the organization of the SCC Express Short Film Festival, in order to propose a sequenced model for the organization of events as a tool for communication and promotion of the cultural industry. The application of the methodological design designed for the application of the proposed case study allows to establish a 9-phase model for the organization of festivals as a technique of promotion and cultural development at the local level.
{"title":"PUBLIC RELATIONS AND EVENTS: THE ORGANIZATION OF FESTIVALS AS A TOOL FOR CULTURAL PROMOTION.","authors":"M. Pulido, José Roberto Vázquez González","doi":"10.12795/IROCAMM.2019.V02.I02.02","DOIUrl":"https://doi.org/10.12795/IROCAMM.2019.V02.I02.02","url":null,"abstract":"Festivals not only fulfill their traditional role as an institution that allows to present, spread or preserve the culture of a society, but also stand out for their ability to generate wealth in the cities where they are celebrated, for their contribution to the diversification of the tourism product or the improvement of the image of the place (Devesa, Báez, Figueroa and Herrero, 2012). Specifically, film festivals have a much greater importance playing a fundamental, but not recognized, role for the development of the industry and the history of cinema (Vallejo, 2014, p.14). Under this perspective, the main objective of this work is to observe the organization of the SCC Express Short Film Festival, in order to propose a sequenced model for the organization of events as a tool for communication and promotion of the cultural industry. The application of the methodological design designed for the application of the proposed case study allows to establish a 9-phase model for the organization of festivals as a technique of promotion and cultural development at the local level.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129100726","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-12-31DOI: 10.12795/irocamm.2019.v02.i02.04
Thalita Lacerda Nobre, L. Abrantes, C. Silva
Nowadays, the use of information and communication technologies has generated significant social, economic and cultural changes. This paper aims to address the impacts of digital influencers on the identity construction of adolescents. The method used for this research was qualitative and exploratory, with data collection through bibliographic survey. In order to reach the goal, the paper discusses three fundamentals: the technology scenario and its development; the process and characteristics of adolescence and the relationship of the virtual world with young people in today’s urban societies. It also points out how adolescent may be psychically vulnerable when interacting excessively with digital influencers, demonstrating a relationship permeated by consumerism, individualism and superficial relationships. To discuss these issues we consulted authors of psychoanalytic theory and also sociologists who portray modern society as Guy Debord and Zygmunt Bauman.
{"title":"THE IMPACT OF DIGITAL INFLUENCERS ON ADOLESCENT IDENTITY BUILDING.","authors":"Thalita Lacerda Nobre, L. Abrantes, C. Silva","doi":"10.12795/irocamm.2019.v02.i02.04","DOIUrl":"https://doi.org/10.12795/irocamm.2019.v02.i02.04","url":null,"abstract":"Nowadays, the use of information and communication technologies has generated significant social, economic and cultural changes. This paper aims to address the impacts of digital influencers on the identity construction of adolescents. The method used for this research was qualitative and exploratory, with data collection through bibliographic survey. In order to reach the goal, the paper discusses three fundamentals: the technology scenario and its development; the process and characteristics of adolescence and the relationship of the virtual world with young people in today’s urban societies. It also points out how adolescent may be psychically vulnerable when interacting excessively with digital influencers, demonstrating a relationship permeated by consumerism, individualism and superficial relationships. To discuss these issues we consulted authors of psychoanalytic theory and also sociologists who portray modern society as Guy Debord and Zygmunt Bauman.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"90 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122283908","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-08-15DOI: 10.12795/IROCAMM.2019.V02.I01.05
Sandra Vilajoana-Alejandre, T. Aira
This research has a twofold goal: on the one hand, it describes, from a theoretical point of view, the importance of the figure and role of the spin doctors , also known as communication political advisers, from the perspective of public relations; and by another, the article analyses quantitatively and qualitatively, the presence and treatment of the figure of the spin doctor in the main academic journals included in the Journal Citation Reports in the fields of communication, public relations and political communication from de point of view of public relations discipline. The results of the research confirm the notable influence of public relations in the origin, definition and professional activity of spin doctors . By contrast, this study shows the low presence of the spin doctor concept in the academic literature, although the articles analysed confirm the importance of this figure from the point of view of public relations.
{"title":"Are the spin doctors a figure of priority interest for public relations?.","authors":"Sandra Vilajoana-Alejandre, T. Aira","doi":"10.12795/IROCAMM.2019.V02.I01.05","DOIUrl":"https://doi.org/10.12795/IROCAMM.2019.V02.I01.05","url":null,"abstract":"This research has a twofold goal: on the one hand, it describes, from a theoretical point of view, the importance of the figure and role of the spin doctors , also known as communication political advisers, from the perspective of public relations; and by another, the article analyses quantitatively and qualitatively, the presence and treatment of the figure of the spin doctor in the main academic journals included in the Journal Citation Reports in the fields of communication, public relations and political communication from de point of view of public relations discipline. The results of the research confirm the notable influence of public relations in the origin, definition and professional activity of spin doctors . By contrast, this study shows the low presence of the spin doctor concept in the academic literature, although the articles analysed confirm the importance of this figure from the point of view of public relations.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115409168","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-08-15DOI: 10.12795/irocamm.2019.v02.i01.03
E. Bellido
In this text, the potential of art for retail stores is explored. No matter what product or service the store is offering than the art can always be an effective tool for pursuing certain communication goals. Being one of the most ancient communication forms, art is a wide field in which emotion plays a key role. That is why the retail sector can take advantage of the proved effectiveness of art while transferring its suggested feeling to the spatial management of the store. Thus, in this study, four different possibilities of artistic decoration in stores are described: (1) the retail management as an artistic activity, (2) the retail store as a museum space, (3) the retail store and the (integrated or recreated) artworks, and (4) the retail store and the artistic movements.
{"title":"Art at the point of sale: Its communicative potential and four different possibilities of application.","authors":"E. Bellido","doi":"10.12795/irocamm.2019.v02.i01.03","DOIUrl":"https://doi.org/10.12795/irocamm.2019.v02.i01.03","url":null,"abstract":"In this text, the potential of art for retail stores is explored. No matter what product or service the store is offering than the art can always be an effective tool for pursuing certain communication goals. Being one of the most ancient communication forms, art is a wide field in which emotion plays a key role. That is why the retail sector can take advantage of the proved effectiveness of art while transferring its suggested feeling to the spatial management of the store. Thus, in this study, four different possibilities of artistic decoration in stores are described: (1) the retail management as an artistic activity, (2) the retail store as a museum space, (3) the retail store and the (integrated or recreated) artworks, and (4) the retail store and the artistic movements.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"156 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115694815","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-08-15DOI: 10.12795/irocamm.2019.v02.i01.01
Paloma Sanz-Marcos
The relationship between brands and culture is not something new for brand managers. Starting from a situation of social tension characterized by the anxieties and the vital desires of a society, the management of brands based on the cultural branding model, allows to build brands that manage to absorb and reflect the culture that surrounds them becoming containers of identity myths that advertisers take advantage of to create attractive messages for their audiences. This approach, devised by Douglas B. Holt (2004), proposes to work on the collective nature of the brand through its interaction with everyday situations and its relationship with the cultural environment that surrounds it. This communication proposes to analyze the cases of Campofrio and IKEA as potential cultural brands. The results indicate that, in effect, these brands manage to advertise themselves as iconic brands that have been able to take advantage of the social tensions and disruptions experienced by the Spaniards such as feminism, brain drain or political polarity, to issue a relevant and attractive message for potential consumers.
{"title":"Brand management from a cultural approach. Case study of consumer brands that operate in the Spanish market.Vodafone: The relationship between brand image and online marketing strategies.","authors":"Paloma Sanz-Marcos","doi":"10.12795/irocamm.2019.v02.i01.01","DOIUrl":"https://doi.org/10.12795/irocamm.2019.v02.i01.01","url":null,"abstract":"The relationship between brands and culture is not something new for brand managers. Starting from a situation of social tension characterized by the anxieties and the vital desires of a society, the management of brands based on the cultural branding model, allows to build brands that manage to absorb and reflect the culture that surrounds them becoming containers of identity myths that advertisers take advantage of to create attractive messages for their audiences. This approach, devised by Douglas B. Holt (2004), proposes to work on the collective nature of the brand through its interaction with everyday situations and its relationship with the cultural environment that surrounds it. This communication proposes to analyze the cases of Campofrio and IKEA as potential cultural brands. The results indicate that, in effect, these brands manage to advertise themselves as iconic brands that have been able to take advantage of the social tensions and disruptions experienced by the Spaniards such as feminism, brain drain or political polarity, to issue a relevant and attractive message for potential consumers.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131132331","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.12795/irocamm.2023.v06.i01.01
Sandra Lizzeth Hernández Zelaya, Maria Elena Rodríguez Benito
El presente artículo busca realizar un análisis de los perfiles demandados de los profesionales de marketing en España. Para ello, se ha realizado una investigación vinculando a empresas españolas de diferentes sectores consultando las necesidades e intereses demandados por ellas, en la contratación de perfiles de marketing. La investigación utiliza una metodología basada en encuestas online dirigida a directivos de rango alto en empresas de diferentes rubros. El estudio se realizó en el primer semestre del año 2022 y cuenta con una muestra de 68 empresas. Los resultados destacan los intereses y necesidades que demandan las empresas en estos perfiles y marcan pauta en las nuevas tendencias para la formación profesional en las universidades. Los perfiles de marketing están evolucionando a un ritmo muy ágil dadas las nuevas tendencias en el mercado y los conocimientos primordiales para poder ejercer esta profesión. Se identifican como prioritarias habilidades blandas específicas, conocimientos técnicos centrados en la gestión del marketing digital y herramientas técnicas enfocadas en el diseño gráfico, la programación e investigación de mercados. Como limitaciones, se resalta que el estudio se centra en el mercado español por lo que debe verse con cautela extrapolar sus resultados a otros países.
{"title":"El perfil del graduado en marketing: Nuevas tendencias demandadas por las empresas en España.","authors":"Sandra Lizzeth Hernández Zelaya, Maria Elena Rodríguez Benito","doi":"10.12795/irocamm.2023.v06.i01.01","DOIUrl":"https://doi.org/10.12795/irocamm.2023.v06.i01.01","url":null,"abstract":"El presente artículo busca realizar un análisis de los perfiles demandados de los profesionales de marketing en España. Para ello, se ha realizado una investigación vinculando a empresas españolas de diferentes sectores consultando las necesidades e intereses demandados por ellas, en la contratación de perfiles de marketing. La investigación utiliza una metodología basada en encuestas online dirigida a directivos de rango alto en empresas de diferentes rubros. El estudio se realizó en el primer semestre del año 2022 y cuenta con una muestra de 68 empresas. Los resultados destacan los intereses y necesidades que demandan las empresas en estos perfiles y marcan pauta en las nuevas tendencias para la formación profesional en las universidades. Los perfiles de marketing están evolucionando a un ritmo muy ágil dadas las nuevas tendencias en el mercado y los conocimientos primordiales para poder ejercer esta profesión. Se identifican como prioritarias habilidades blandas específicas, conocimientos técnicos centrados en la gestión del marketing digital y herramientas técnicas enfocadas en el diseño gráfico, la programación e investigación de mercados. Como limitaciones, se resalta que el estudio se centra en el mercado español por lo que debe verse con cautela extrapolar sus resultados a otros países.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127219334","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.12795/irocamm.2023.v06.i01.07
Patricia Margarida Farias Coelho, Maria Isabel Pimentel de Castro Pinto, Silvio Gabriel Serrano Nunez
El aumento de las personas conectadas a Internet y las redes sociales ha causado cambios significativos en las prácticas de marketing político de las campañas electorales en Brasil y el mundo. Este artículo está estructurado a partir de un contexto histórico de evolución del marketing en Brasil. Tenemos dos objetivos específicos: (i) presentar brevemente el contexto histórico y político del marketing en Brasil a partir de las manifestaciones de 2013 y (ii) comprender el panorama de las elecciones presidenciales de 2022. El marco teórico que respalda este trabajo son los estudios sobre marketing político de Albuquerque (1998) y Gomes, Fernandes, Carvalho (2020), Braga (2010), Elis (2020), Reis y Silva (2009). La metodología utilizada es la empírica, con la base bibliográfica (GIL, 2003), y el método es el deductivo hipotético. Los resultados logrados confirman que los candidatos presidenciales en Brasil usan las redes sociales como una forma de compartir sus valores en sus campañas políticas, con la esperanza de influir en la decisión de votación de sus votantes y explicar la importancia del marketing digital en campañas políticas.
{"title":"Contexto histórico del marketing político en Brasil: de las manifestaciones de 2013 a la campaña presidencial de 2022.","authors":"Patricia Margarida Farias Coelho, Maria Isabel Pimentel de Castro Pinto, Silvio Gabriel Serrano Nunez","doi":"10.12795/irocamm.2023.v06.i01.07","DOIUrl":"https://doi.org/10.12795/irocamm.2023.v06.i01.07","url":null,"abstract":"El aumento de las personas conectadas a Internet y las redes sociales ha causado cambios significativos en las prácticas de marketing político de las campañas electorales en Brasil y el mundo. Este artículo está estructurado a partir de un contexto histórico de evolución del marketing en Brasil. Tenemos dos objetivos específicos: (i) presentar brevemente el contexto histórico y político del marketing en Brasil a partir de las manifestaciones de 2013 y (ii) comprender el panorama de las elecciones presidenciales de 2022. El marco teórico que respalda este trabajo son los estudios sobre marketing político de Albuquerque (1998) y Gomes, Fernandes, Carvalho (2020), Braga (2010), Elis (2020), Reis y Silva (2009). La metodología utilizada es la empírica, con la base bibliográfica (GIL, 2003), y el método es el deductivo hipotético. Los resultados logrados confirman que los candidatos presidenciales en Brasil usan las redes sociales como una forma de compartir sus valores en sus campañas políticas, con la esperanza de influir en la decisión de votación de sus votantes y explicar la importancia del marketing digital en campañas políticas.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116500074","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.12795/irocamm.2023.v06.i02.04
Nazaret Romero Flores
Hoy en día vivimos en plena globalización, donde las empresas requieren expandir su crecimiento más allá de las fronteras donde están constituidas. Esta continuidad de progresión requiere el conocimiento de unos caracteres culturales para potenciar el resultado positivo de esta negociación. En este artículo vamos a tratar la importancia del protocolo, como herramienta imprescindible, en la implantación de toda institución empresarial que quiera agrandar su mercado de forma internacional; haciendo una incursión no solo el protocolo jurídico necesario en cada país, sino el protocolo social, resultado de su historia y cultura propia. Todo ello lo llevaremos a cabo a través de la investigación jurídica, bibliográfica y de las fuentes directas como son las webs oficiales de los gobiernos, con el objetivo de distinguir, conocer y respetar las distintas culturas; a la vez de esclarecer y valorar estos usos en las negociaciones internacionales.
{"title":"Protocolo en las negociaciones empresariales internacionales.","authors":"Nazaret Romero Flores","doi":"10.12795/irocamm.2023.v06.i02.04","DOIUrl":"https://doi.org/10.12795/irocamm.2023.v06.i02.04","url":null,"abstract":"Hoy en día vivimos en plena globalización, donde las empresas requieren expandir su crecimiento más allá de las fronteras donde están constituidas. Esta continuidad de progresión requiere el conocimiento de unos caracteres culturales para potenciar el resultado positivo de esta negociación. En este artículo vamos a tratar la importancia del protocolo, como herramienta imprescindible, en la implantación de toda institución empresarial que quiera agrandar su mercado de forma internacional; haciendo una incursión no solo el protocolo jurídico necesario en cada país, sino el protocolo social, resultado de su historia y cultura propia. Todo ello lo llevaremos a cabo a través de la investigación jurídica, bibliográfica y de las fuentes directas como son las webs oficiales de los gobiernos, con el objetivo de distinguir, conocer y respetar las distintas culturas; a la vez de esclarecer y valorar estos usos en las negociaciones internacionales.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"48 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"113982762","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.12795/irocamm.2021.v05.i01.05
Antonio González Morales
Las compras impulsivas se realizan como consecuencia de fuertes deseos de adquirir los productos vistos en las tiendas y son muy importantes en ciertos tipos de productos. Se trata de un comportamiento complejo e inmediato de toma de decisión espontánea, no racional en la que no se valora otras opciones. Los estímulos visuales y la activación emocional que estos generan, influyen en la decisión de estas compras. El objetivo de la presente investigación es llegar a la conclusión sobre la confirmación o refutación, de que mediante el neuromarketing podría evaluarse los estímulos visuales en los puntos de venta para este tipo de compra. Se han estudiado más de 250 artículos científicos para concluir sobre su posible idoneidad, obteniéndose las siguientes conclusiones: en las compras impulsivas influyen la excitación emocional y la atención visual. La excitación emocional puede medirse mediante medidores periféricos, la valencia emocional puede medirse mediante electroencefalografía y la atención visual usando eye tracker. Por lo que se puede afirmar que los medidores periféricos, la electroencefalografía y el eye tracker, herramientas propias de neuromarketing, son útiles para investigar la influencia del POSM en la atención y la toma de decisiones en compras impulsivas. La neurociencia ayuda a las empresas a mejorar las ventas y el proceso de compras.
{"title":"The optimizing POSM “Point of Sale Materials” communication through neuromarketing.","authors":"Antonio González Morales","doi":"10.12795/irocamm.2021.v05.i01.05","DOIUrl":"https://doi.org/10.12795/irocamm.2021.v05.i01.05","url":null,"abstract":"Las compras impulsivas se realizan como consecuencia de fuertes deseos de adquirir los productos vistos en las tiendas y son muy importantes en ciertos tipos de productos. Se trata de un comportamiento complejo e inmediato de toma de decisión espontánea, no racional en la que no se valora otras opciones. Los estímulos visuales y la activación emocional que estos generan, influyen en la decisión de estas compras. El objetivo de la presente investigación es llegar a la conclusión sobre la confirmación o refutación, de que mediante el neuromarketing podría evaluarse los estímulos visuales en los puntos de venta para este tipo de compra. Se han estudiado más de 250 artículos científicos para concluir sobre su posible idoneidad, obteniéndose las siguientes conclusiones: en las compras impulsivas influyen la excitación emocional y la atención visual. La excitación emocional puede medirse mediante medidores periféricos, la valencia emocional puede medirse mediante electroencefalografía y la atención visual usando eye tracker. Por lo que se puede afirmar que los medidores periféricos, la electroencefalografía y el eye tracker, herramientas propias de neuromarketing, son útiles para investigar la influencia del POSM en la atención y la toma de decisiones en compras impulsivas. La neurociencia ayuda a las empresas a mejorar las ventas y el proceso de compras.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"76 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114882270","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.12795/irocamm.2019.v02.i01.07
Nuria Sánchez-Gey Valenzuela
espanolEn este articulo hemos querido analizar el aumento de noticias falseadas o fake news y su relacion con la labor de los periodistas televisivos en la cobertura de sucesos. La realizacion de este estudio queda justificada ya que este hecho puede no solo influir en la labor periodistica, sino en las informaciones que llegan a los espectadores y a su concepcion del mundo. Para el estudio hemos utilizado metodologicamente el enfoque estructural y el empirismo profesional. Dentro de los principales hallazgos queda demostrado que las noticias falseadas esconden intereses que estan por encima del margen de maniobra que tiene el periodista de a pie para evitarlas. Asimismo, las empresas televisivas -que son las que controlan finalmente que informaciones dan o no- deciden incluir noticias falseadas por el beneficio economico que pueden conllevar. Estas noticias falseadas estan afectando al derecho fundamental de los ciudadanos espanoles y por tanto desvirtuando el papel de los medios de comunicacion y, en concreto, la funcion social que los periodistas tienen encomendada. La mayor limitacion de este estudio es que los profesionales que han formado parte de el trabajan para un medio de comunicacion y este hecho ha podido condicionar su participacion. EnglishIn this article we wanted to analyze the increase of false news or fake news and its relationship with the work of television journalists in the coverage of events. The realization of this study is justified since this fact can not only influence the journalistic work, but also the information that reaches the spectators and their conception of the world. For the study we have used methodologically the structural approach and the professional empiricism. Within the main findings it is demonstrated that the falsified news hide interests that are over the margin of maneuver that the journalist of foot has to avoid them. Also, television companies -which are the ones that ultimately control what information they give or not- decide to include falsified news for the economic benefit that they may entail. This false news is affecting the fundamental right of Spanish citizens and therefore distorting the role of the media and, in particular, the social function that journalists have entrusted. The biggest limitation of this study is that the professionals who have been part of it work for a means of communication and this fact has been able to condition their participation.
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